Agency: MacLaren McCann | Authors: Stan MacLachlan, Graham Kaufmann, Farjad Iravani, Ali Karbassi, Laura Guthrie, Francine Boldovitch, Andy Manson, Kerry Reynolds and Franca Piacente |
Dentyne Fire
Advertiser: Cadbury Adams Awards: Best Launch - Certificate of Excellence
EXECUTIVE SUMMARY
Results Period (Consecutive Months): March 2004-March 2005.TV Advertising Launch: w/o March 15, 2004.Base Period Used for Comparison: n/a since this is a launch.
Cadbury Adams' Dentyne launched in 1996, but always played catch-up to Wrigley's Excel. Excel's 5-year head start gave it a highly valuable 3–4 share point lead. Excel's most...